Anya Hindmarch’s new quintet of shops in Belgravia

Lydia Petropoulou writes about The Village of Anya Hindmarch, soon to open in Belgravia as a five-store concept.

The British designer Anya Hindmarch, famous for her “I am not a plastic bag” collection, announced her upcoming plan of opening five neighbouring stores on Pont Street, Belgravia, where the brand made its first steps. The stores will include: The Anya Cafe, The Village Hall, a concept space that will feature a hair salon, The Plastic Store, home of the “I am not a plastic bag” totes, The Labelled Store, and The Bespoke store, offering personalisation. The five shops will open on May, 17.

Anya Hindmarch brings into life an old wish, because, as she thinks, now it is the right time to do it. She says: “I feel that the next ten years are going to be about “localisation” not “globalisation” and it feels so right now to realise my dream of The Village.” The designer has accepted the challenges of the pandemic and, although the sales of handbags in 2020 fell by 19%, according to Euromonitor International, she is taking this opportunity to create something new. The Village will be the first of its kind retail concept.

Hindmarch was only 18 when she founded her business, selling Italian leather duffel bags to her friends. In 1996, she introduced her first retail store on Pont Street. In 2017, she had already 46 stores, but in 2019 she left open only five, to focus on online shopping and sales.

Last year, the designer relaunched her “I am not a plastic bag” totes collection, which sold out soon after its initial launch, in 2007. Now, the designer recrafts the collection, using sustainable materials, such as recycled plastic bottles and recycled plastic windshields. Following the examples of many other famous fashion houses and designers, she shows respect towards the environment and the Earth.

The Village concept comes after Hindmarch returned last year in the position of chief executive and creative director of her own brand. She regained half of her company, which had been sold to Marandi family, owner of The Conran Shop. Soon, Londoners will have the chance to share their first thoughts about this project!

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